Five points CEO’s could learn from the new communicator-in-chief

The upcoming presidential inauguration signifies more than just a dramatic change in the politics of the administrations or the direction this country will be turning towards. If the transition period has been any indication, it also signifies an equally significant shift in how communications will be handled moving forward. Nearly thirty years ago, Ronald Reagan was hailed as the great communicator in the manner in which he shaped his words utilizing his training as an actor, but also in the way he was able to relate those words directly to the American public through a medium he was intimately familiar with…television.

On January 20 we are about to greet another ‘great communicator’ that knows not only how to shape his words as an obviously talented orator, but also knows how to use the media to transmit those words for the greatest impact. Only President Obama doesn’t limit himself to television nor try to circumvent any other media in the process. He seems, at least at this very early point in our relationship with him, that he understands the value of consistently good communications and not just the importance of periodic media outreach.

Oh, that all of our CEO clients should understand that axiom…that serving one’s (or company’s) self-interest lies in serving the needs of others…and no, not their shareholders, the media.

With my apologies to the new president and his administration, I’d like to suggest there are five key points of their communications strategy as it appears to relate to the media that the vast majority of CEO’s could benefit to learn and practice.

• Run a tight ship…but an open one. Make sure you’ve done your homework and have your facts straight and a firm communications strategy in place…then encourage open communications to the media.
• Be straightforward in your dealings with the media. Don’t try to outsmart or be in any way disingenuous, i.e., don’t be sneaky, unavailable or lie.
• Don’t be afraid of your competition. The media looks most favorable on those that are willing to mention or show respect to their competitors when necessary.
• Respect the media’s needs, deadlines…and even shortcomings. CEO’s that demonstrate an understanding and respect for the job the media is charged with completing will most often gain a mutual respect in return…even when both sides may not always deserve it.
• If mistakes are made (and they will be) go back to point one…be open about it. Admit the mistake and provide the correction and explanation…and move on. If the other four points have been consistently adhered to, the media will as well.